An SEO specialist is a person who analyses websites and identifies improvements – both onsite and offsite – to optimise them for search engines.
They can work in-house for a company, be a freelancer, or work in a digital marketing firm.
If your company relies on website traffic for sales, hiring an SEO specialist or working with one can be a worthwhile investment.
But First, What is SEO?
SEO, or Search Engine Optimisation, is a field of digital marketing that aims to improve your search engine rankings to increase the number of organic visitors to your site.
It touches on different aspects of digital marketing, including keyword research, site optimisation, content writing, web design, link building, and conversion rate optimisation (CRO).
Anybody who works in SEO should understand why and how people search for information online and know how search engines work.
It involves a wide range of disciplines and touches on different aspects of digital marketing. This includes keyword research, site optimisation, content writing, web design, and link building.
Anybody who works in SEO should understand why and how people search for information online as well as how search engines work.
An SEO Specialist Will…
- Have an analytical mind – It’s important for an SEO specialist to be able to look at a website and evaluate it from different angles to come up with the best solutions. Simply put, a good SEO specialist should be able to understand what improvements can be made, how to do it, and how these improvements fit in your overall digital marketing strategy.
- Know how to interpret data – Pulling data from Google Analytics or Ahrefs is not enough. SEO specialists need to be able to collate and interpret that data to get insights that can make a difference.
- Have good communication skills – The ability to explain complex data to clients and teammates in a way they can understand easily is crucial.
- Have technical know–how – SEO specialists often need to make technical changes to improve their client’s website. This includes fixing broken links, doing page and sitewide redirects, implementing schema markup, performing site speed optimisation, understanding HTML and CSS, and more.
- Be adaptable – SEO is always changing, and Google itself continually updates its search algorithm. An SEO specialist needs to constantly research to stay ahead of the curve and adapt to any changes that may come. They have a deep understanding that what works today may not work as well tomorrow.
Core Skills of an SEO Specialist
SEO specialists take on different tasks every day, so it’s a job that’s far from repetitive. On a typical workday, an SEO specialist could work on any combination of the following tasks:
- Keyword Research – Despite all the changes to SEO the past several years, keywords are still the primary starting point for most digital marketing campaigns. SEO specialists need to do keyword research to determine the relevance, search volume, and competitiveness of the keywords that you or the client wants to target and rank for.
- On-page Optimisation – Simply inserting keywords into your website isn’t going to cut in SEO anymore (and it really hasn’t for the past several years). You also need to optimise your on-page elements. On-page optimisation ensures that every page in your website provides relevant content, a clear URL structure, well-written metadata, internal linking that makes sense, and, of course, fast page load speeds.
- Mobile Optimisation – Because more people now browse on their phones than on their desktop computers, mobile optimisation is more important than ever. An SEO specialist should make sure that your website (or a client’s) is optimised for mobile phones and tablets.
- Link Building – When ranking websites, search engines don’t just look at your content and site structure. They also consider how credible your website is. And by “credible”, we mean how many high-quality websites are linking to yours. The more links your site has from high-quality websites, the more “credible” it will be for search engines – and the higher it will likely rank. But remember that quality matters a lot more than quantity. A few links from high-quality and credible websites are much better than hundreds of spammy links from dodgy websites.
- Using Analytics Tools – The only way to accurately measure the performance of your SEO campaign is to regularly check, gather, and analyse data from different web analytics tools. This includes tools like Google Analytics, Ahrefs, SEMrush, and more.
Need an SEO Specialist for Your Campaign?
If you’re looking for an SEO specialist to manage your SEO or digital marketing campaign, have a chat with us to find out how we can help. You can also check our range of services for SEO to learn what our SEO specialists can do and how we can improve your digital marketing.